Page 13 - UTC2023-24 Strategic Framework: Membership, Acquisition, Engagement, and Marketing Plan

STRATEGIC PILLAR:

MEMBER ENGAGEMENT

Recruit and Retain

Marketing Campaign Strategy & Timeline

T
ar get
Date Activity (Short-term)
Audience
Lapsed Member – de and e e a lapsed member r ecruitment campaign. The
x
elop
v
ecut
campaign will be designed to highlight r ecent updat es ding r egar s C’ UT adv s, t eff or
ocacy
mission, vision, essional pr of and ce or w elopment, de and encourage ement in in
v
orkf
v
olv
ch-April Mar Lapsed Members
ees committ f or entire . staff (36)
e (Distribut digital flipbook with links)
Social media r ecruitment badge
e Fiv email t ouches with personal phone call follo
w-up
ent
v
Non-member e pr ospect r ecruitment campaign - de campaign based on v C Ev Non-
UT
en
alue
elop
v
ch-April Mar
oposition pr and sa ed compar to non-member rate sho dollar amount f or member utilities
wing
vings
distribution to all non-member utility att endees. (TBD)
v
elop
New Pr ospect - de r ecruitment and e ecut x new pr ospect r ecruitment campaign to
e
New s Pr ospect (no
v
orkf
C’
highlight s UT adv s, t eff or mission, vision, essional pr of and ce or w elopment, de
ocacy
contact with UT
)
C
olv
and encourage ement in in ees committ f or entire . staff
v
ch-April Mar (725) Smar t
e (Distribut digital flipbook with links leading to r ecruitment landing page)
o
Electric Pw
er
elop v De digital t oolkit to include SM s/talking element s/flipbook point to be shared with
eers olunt /leaders/v staff
Alliance List
e Fiv email t ouches with personal phone call w-up follo

eek W one
e
w up with phone calls to erable undeliv and no r esponse emails aft er fiv t ouches
F
ollo
y Ma
Goal:

Recruit 5-7 Core utilities &
Retain at least 91- 95 % of 2022 core members.
FY23 UTC Membership Budget $2,335,000
Stretch - Estimated new core utilities revenue determined by
9 non-renewing core member revenue loss. $85,318.47
4 Stretch - 5 lapsed core members $8,969.10
13 Total estimated revenue new revenue $94,287.57
FY23 estimated projected revenue $2,523,575.14
Estimated expense outside of staff time
Postcard printing ($1,000) , social media ads, ($750) $1,750